Ethos And Ethos Pathos In Advertising

In approximately, 300 B.C.E, Aristotle, the Greek Philosopher wrote the book, "The Art of Rhetoric", and in this work, he formulated ethos, logos and pathos as the three methods of persuasion in the art of persuasion. Each term represents an appeal used in the process of persuading. These ideas serve as useful tools to persuade and to help define and find truth in our arguments. These tools can be easily adapted into other context as well.

Ethos is the ethical appeal and how we choose to persuade our target audience through using character and credibility with purpose so that they will embrace us as a brand or even listen to the message that we are trying to tell them.

Pathos is the emotional appeal, the underlying means to connect with our

The audience in this context use logical or factual information such as numbers, polls and statistics to make a decision.

Ethos, Pathos and Logos in advertising and marketing

For some time by now, marketers and advertisers all over the world have used ethos, pathos and logos to communicate with consumers at different levels. Ethos is what marketers and advertisers use for relationship building, establishing credibility and loyalty between the consumer and the brand. Ethos, in short is how the consumers understand what the brand stands for in the global market place. Pathos talks about what marketers use to appeal to the emotions of the consumers or in other words how advertisers choose to connect with their audience at an emotional level. Logos essentially is what advertisers use to incite the audience to embrace their brand by citing facts, theories and also using logical arguments.

Ethos, Pathos and Logos in Public Speaking and training

For public speakers and trainers, Aristotle's three method of persuasion simply refer to as:

Ethos, the credibility or character of the speaker

Pathos, the emotional connection with the audience and

Logos, the logical side of the

Is there any factual evidence to support this argument?

Ethos, Pathos and Logos in Personal Branding

Just as how advertisers, marketers and trainers use ethos, pathos and logos to connect with the audience at different levels, as owners of our personal brand, we can use the same three methods of persuasion to connect with our audience too. After understanding the audience and establishing who they are, we should ask ourselves these questions:

Ethos - Is my brand credible to my target audience? Is my brand authentic and real enough that it can appeal to the audience? As the owner of the brand, does the audience understand what my brand stands for?

Pathos - Are the visuals or imagery that I use to associate myself with or my brand identity, does it stir up emotional response such as love for the brand?

Logos - Does my brand stand out as something that can be supported by evidence or logic? Can my brand authenticity or the character of the brand be supported by factual evidence? For example, the appeal of the brand can actually be seen from the number of followers it has on Instagram or twitter or in other words reflected in the social media